Partner alignment Partner selection Partner execution

Aligning partner capabilities to plays Focus with partners on Co-Sell solutions Orchestrated execution

Customer value delivered via pre-defined Quality objective criteria validation Sell-With motion Solution Area Sales Plays Alignment across Microsoft sales team Sales execution: shared and Industry Priority Scenarios engagements/opptys with

Co-Sell partners Incentives Investments & Solution Area GTM motion • Modern Work Services Applications • Business Applications Opportunity generation via Play execution: shared • Azure IPS Vertical engagements/opptys through Industry Co-Sell partners

Industry Build-With motion • Financial Services Modernization with partners • Manufacturing Recruit • Retail #1 Prioritize recruitment Solution Area priorities & Sales & Plays priorities Solution Area • Media & Communications Recruit of practice/solution gaps with • Government partners • Healthcare Identification of gaps across technical capabilities, customer • Education segment or industry #2 Strategically recruit new partners FY21 Solution Area Taxonomy

Modern Work & Security Business Applications Azure Sales Play Technical Capability Sales Play Technical Capability Sales Play Technical Capability Sales Play Technical Capability Meetings & Meeting Rooms Activate Digital Sales Windows & SQL Server Migration HPC High Performance Compute Teams Meetings, Live Events Selling Marketing Windows Server to Azure Azure VMWare Calling & Devices & SQL Server Azure VMWare Solutions Calling Enable Always-On Customer Service SQL Server Migration to Azure Solutions SQL MI Teams Store Apps Service Field Service Mixed Reality Mixed Reality Linux & OSS DB Migration to Teams Platform Power Platform for Teams Power Apps Gaming Gaming Build Agile Azure Custom Solutions Power Automate Linux & OSS DBs IoT IoT Business Processes OSS DB Migration to Azure OSS Advanced Firstline Workers Firstline Workers Power Virtual Agent DB Advanced Networking Networking Knowledge & Generate Value Power BI SAP on Azure SAP on Azure Knowledge & Insights Storage & File Insights with Proactive Customer Insights Storage & File Systems WVD Native Systems Teamwork Deployment Insights Forms Pro Teams Chat & Windows Virtual Citrix Cloud on Azure Mainframe Adoption & Change Mainframe Migration Collab Finance Desktop (WVD) VMWare Horizon Cloud Service Migration Management Manage Financial Fraud Protection for Azure Blockchain Blockchain Workplace Workplace Analytics Risk and Reduce Project Operations Azure Stack Hub Cloud to Cloud Analytics Fraud Cloud to Cloud Migration Migration On-Prem to Manage Hybrid Cloud Azure Stack HCI Migration Surface & Partner Financial Risk Surface & Partner Devices Solutions Azure Stack Edge Well Architected Devices Enable Azure Supply Chain Management Azure Arc Cloud Adoption Framework Threat Protection Security Commerce Appliance Migration to Azure Business Build a Resilient Business Continuity & Disaster Cloud Security HR Synapse Continuity & Supply Chain Recovery Information Protection & Migration On-Prem to Supply Azure AI and ML Disaster Recovery Governance Chain Management Analytics & AI Compliance New Analytics with Synapse & Advisory Services Business Sales Pro PowerBI Insider Risk Management for Business Central Cloud Scale Analytics Identity & Access Management SMBs Power Apps & Automate DevOps with DevOps with GitHub Secure Remote Device Deployment & GitHub Work Management Modernize .NET Mobile Device Management Apps with App Modernize .NET Apps with App Service, Azure Service, Azure SQL DB SQL DB Cloud Native Apps with AI, Modernize/New Cloud Native Kubernetes, Azure Apps with AKS and Azure Note: Cosmos DB / Cosmos/Postgres DB - in bold: Top Business Driver PostgreSQL FY21 Industry Taxonomy

Enterprise Commercial Public Sector Media & Automotive Financial Services Healthcare Manufacturing 1 Retail 1 Energy 3 Government Education Communications Priority Priority Priority Priority Priority Priority Emerging Industry Priority Priority

2 2 Primary & Secondary Automotive Banking Health Payor Discrete Manufacturing Media & Entertainment Retailers Energy Government Edu/K-12 2 Increased Organization Manage Risk Across the Deliver Trusted Member Accelerate Content Enable Remote Transform Your Workforce Know Your Customers Operate for the Future Teaching and Learning Productivity Organization Experiences Production Government Access Modernize Payments And Enhance Care Management Engage Customers In New Empower Cross Agency Resilient Operations Modernize Collaboration Empower Your Employees Transition to Clean School Success Core Banking Capabilities Ways Collaboration Differentiated Customer Create More Resilient Deliver Intelligent Supply Deliver Trusted & Secure Combat Financial Crime Protect Health Information Optimize Content Delivery Reimagine Energy Intelligent Environments Experience Supply Chains Chain Services Accelerated Vehicle Deliver Differentiated Reduce Cost of Care Build More Agile Factories Know Your Audience Reimagine Retail Transform Your Workforce Innovation Customer Experiences Empower Your Employees Unlock Innovation and Monetize Content and Emerging Mobility Services Through Teamwork Deliver New Services Experiences

Process Insurance Health Provider Telecommunications Consumer Goods Public Safety & Justice Higher Education Manufacturing 2 Deliver Differentiated Modernize the Telco Optimize Brand Enable Remote Enable Personalized Care Transform Your Workforce Student Success Policy Holder Experiences Workplace Performance Government Access Modernize Core Insurance Engage Customers in New Transform Customer Deliver Sustainable and Empower Cross Agency Empower Care Teams Teaching and Learning Systems Ways Experiences Operational Excellence Collaboration Improve Operational Create More Resilient Deploy and Optimize Next- Deliver Trusted & Secure Secure And Connected Improve Risk Modeling Connect Your Enterprise Outcomes Supply Chains Gen Networks Services Campus Empower Employees And Build More Agile Streamline Business Protect Health Information Accelerate Innovation Academic Research Agents Through Teamwork Production Support Systems Unlock Innovation and Accelerate Innovation and Reimagine Healthcare Deliver New Services Growth

Pharmaceuticals & Capital Markets 4 Defense & Intelligence Libraries & Museums Life Sciences 2 Deliver Differentiated Empower Health Enable Remote Visitor Solutions L1: Industry (9) Client Experiences Consumers Government Access Accelerate Scientific Empower Cross Agency L2: Vertical (20) Modernize Core Platforms Collections and Research Innovation Collaboration L3: IPS (85) Manage Risk Across the Enhance Workforce Deliver Trusted & Secure Infrastructure Organization Experience Services Notes: Enable a Green Financial 1) Industry renamed Protect Health Information Operations 2) Vertical renamed Services Industry 3) New Industry Reimagine Collaboration Build Operational Agility 4) New Vertical and Productivity Three Go-To-Market models with Microsoft

Direct customer

4M monthly active users in AppSource and Direct Azure Marketplace in more than 140+ geos +400% YoY in partner influenced revenue

Partner-to-partner Partner 17M partner sellers

Seller-engaged Microsoft Sellers 8,000+ MS Sellers 43,000 Corporate and Enterprise customers Primary Goals

LeadLead AcquisitionAcquisition && QualificationQualification LeadLead AccelerationAcceleration && CloseClose Assess & Learn

0 – 20% 20% - 40% 40% - 60% 60% - 80% 80% - Close

Account-based Marketing Account Assessment Deal Acceleration

Primary Motions

Digital demand gen Customer Events Assessment Solution Deployment Plan • Social campaign (1:Few) (Technical) Pilot/POC • White Papers • Plan Summary • Seminars • App: GISV • Bringing to Life • Use Cases • Exec Sponsorship • Roundtables • Implementation: GSI • Executive • Testimonials • Action Plan • Industry Event • Workflow Demo Engagement • Interactive Content • Governance Model Attach • Workflow • Drive to POC • Analyst/Industry Insights • Partner Days Architecture • CTAs: Upcoming Events, Webinars, etc

ABM Customer workshop Assessment (Propensity Based (1:1 // 1:Few) (BVA) Targeting) • Art of the Possible • TCO Analysis • Account Insights • MTC/IEC/EBC • ROI Run Rate • Install Base • Cloud Immersion • End-User & CX Brief • Likelihood to Buy Experience • Public Information • Solution Vision

Market development funds (OPEX) ECIF + Partner program funds (etc.: AMP) Partner Incentives PARTNER TRANSFORMATION

Owner: Evgeny Voronin Partner Transformation – Our commitment to helping partners grow and deliver customer success

Partner Transformation

Partner Center – one stop shop for all partner engagements with Microsoft This new converged partner facing platform increases security, is easier to use, and centrally makes available everything partners need to use in managing both simple & complex relationships with Microsoft:

New Commerce Co-sell & referrals Programs

Converging and simplifying Deliver industry-leading Partner access to all 3 Microsoft partners’ offers publishing and programs that provide tools sales channels, single 1st and co-sell experience (with Microsoft and investments for partners 3rd party offers catalogue, and with other partners) into a with different business unified pricelists, new partner single, central point of reference models to build excellent tools and simplified customer to improve our ability to track, solutions and make relevant and partner agreements manage, and close sales customer connections across opportunities. the three Microsoft clouds

One cohesive partner support experience - making it easy for partners to do business with Microsoft

FY21 Partner Transformation Guide Call to action

• Leverage resources, tools and benefits, available to you in Microsoft Partner Center • Setup your user account in Partner Center, permissions, and linked learner profiles • Review Partner Center Dashboard with top activities and tasks available to you • Help: self-serve help resources and/or connect with a Microsoft support agent • Commerce • Leverage advantages and grow your business with new commerce offerings in CSP • Accept Microsoft Partner Agreement and make sure you meet security requirements for CSPs • Co-sell • Optimize your Partner Profile in Partner Center: organization's account information & primary contacts, that would be visible to customers and Microsoft sellers • Prepare & publish co-sell Offers into AppSource/Azure Marketplace • Grow your business with Referrals: customer leads coming in from Microsoft's marketplaces, partner search engine and co- sell opportunities coming from Microsoft sellers and other partners • Programs • Use MPN and marketplace Benefits, that have been assigned to your company • Learn about partner Incentives, apply to the programs, relevant to your business, and improve your profitability • Consider applying for Advanced specialization and Azure Expert MSP, the root to differentiation and access to unique benefits and support • Business Applications partners: ensure you’re fully up-to-speed on Partner Contribution Indicator (PCI) • Planning • Leverage Partner Transformation Guide to assess the current state of transformation in your company and incorporate transformation activities into your joint business plan for FY21 UNMANAGED PARTNER JOURNEY

Owner: Elena Istrate Microsoft Partner Engagement Models

Managed

Cloud Enablement Desk Led Engagement

CEE Breadth Recruit Engagement

Unmanaged Experience Build a more profitable business

Looking for new opportunities to expand and transform your business? 1. Take the partner Transformation Readiness Assessment – get started https://profitabilitybenchmark.microsoft.com/ • Take the Partner Transformation Readiness Assessment and determine next steps to increase your proficiencies and extend your practice development and service opportunities. This assessment:

Provides a structured methodology and supporting assets for all phases of cloud lifecycle management • Delivers customized enablement resource recommendations • This assessment takes roughly 25 minutes to complete.

Results of this assessment may also be used by Microsoft to evaluate Microsoft programs, resource development and capacity evaluations. Business development fundamentals

• Define your solution [learn how to tell your best story and differentiate yourself from competition] • Hire and train [Identify the skills and training needed to support your new business model] • Operationalize [Put your business plan into action and define guidelines for how to engage customers] • Go-to-market [Add more value to your solution and turn customer leads into long term relationships] • Optimize and grow [Nurture and learn from your customer relationships so you can expand into new markets] • Financial models [use these models to see how you can maximize your profitability by adjusting inputs and scenarios] • Business planning [use this business plan template to better articulate your vision so that you can share it with others] • Geo expansion [learn how to scale and grow your business through expansion into new markets] • The power of partnership [Understand the value of partnerships an increase your ability to discover new leads and opportunities Business development fundamentals– Digitally Engaged Partners

• Cloud Enablement Desk – Accelerate Revenue and Grow Your Business - Partners work 1:1 with a CED specialist to optimize Partner Center, attain a cloud-based competency • Partner Types: Non-managed partners . The non-managed partners here to self-nominate. • The Cloud Enablement Desk (CED) is a free, personalized service that partners can use to help navigate their Microsoft Partner Network (MPN) benefits, attain a cloud- based competency, and access relevant technical and marketing resources to increase sales impact and become co-sell ready. Only partners not managed with a PDM are eligible to access the CED. • The CED is particularly suited for partners who are: • Evaluating strategies to reach more customers by taking advantage of all tools, programs & process Microsoft has to offer • Considering a cloud-based competency to differentiate their business • Seeking Go-To-Market help or would like to enhance their overall marketing effectiveness • Requiring technical expertise to skill-up, drive pre-sale consultations and streamline deployments • Looking to enable your cloud solution(s) for Co-Sell in order to share and accept leads with Microsoft sellers • Cloud Solution Providers – Partners can go to market by working with indirect Providers. Connect with indirect providers who can help you market your products and services • Get started as an indirect reseller : • Step 1: Join the Microsoft Partner network • Step 2 Sign Up – enroll your business in the CSP program • Step 3: Find an indirect provider: Connect with an indirect provider who can help you with support and billing Expand Partner Reach

• Partner Investments [Award partners with strategic investments and transactional incentives] • Investment consists of two parts: offers and incentives. • Offers are designed around specific pre-sales or post-sales engagements with customers • Incentives are paid out to partners as a percentage of a sale [transactional incentives] or of your customers’ consumption [utilization incentives] • GTM with Microsoft [connect your partners to the impactful GTM services included in their membership] • MS provides exceptional marketing resources to help partners accelerate time to market, generate leads and grow their cloud business. Go-to-market resources and offers available for any member of the Microsoft Partner Network • Scale through SMB [Help partner acquire and grow SMB customers] • SMB Easy Play Buttons help partners kickstart a new practice [example template] Sell partner solutions

• Commercial Marketplace [help your partners find, try, buy and deploy apps or services • Our commercial marketplace surfaces your app or service in the most applicable location based on target audience AppSource (business users) and Azure Marketplace (IT professionals and cloud developers). Publishing in commercial marketplace gives you access to joint go-to-market activities with Microsoft and helps organizations find, try, buy, and deploy your app or service. • How to publish an app: Azure Marketplace and AppSource publishing guide • Referrals and leads [expose opportunities for referrals and lead sharing, helping partners connect with the right customers] PARTNER ENABLEMENT - SKILLING

Tu Anh Ngoova - LinkedIn Partner Enablement Lead One Commercial Partner (OCP)

Last Updated: August 23, 2020 FY21 Partner Skilling Journey

Cloud funnel

Technical Certification Enablement

Online Virtual Training Days ESI Program Deep Capability Disti Partner Bootcamps Learning Partners Development

Fundamentals Role-Based Specialty Digital Skills Microsoft Learn • Baseline events: skilling engine for 3 clouds • ESI Azure technical skilling program • Deep tech engagement with Architects • Partner Bootcamps thru Distis • CEE Partner Skills Academy (Hybrid Exam Certification Preparation Wks) • Cloud Bootcamps and Hackathons • OCP Virtual Training Series (VTS) FY21 Partner Enablement Services - EXTERNAL

Profitability and Business Practice Development Guided experiences Digital Transformation series Smart Partner Marketing Development Playbooks Leverage business planning Understand how to build or Take the digital tour to better Understand the unprecedented Maximize your marketing financial modeling and accelerate your practice: know each solution: digital transformation impact. Use these resources to profitability resources opportunity attract and retain the right

customers. Practice aka.ms/buildapractice aka.ms/practiceplaybooks https://partner.microsoft.com aka.ms/dtopportunity https://partner.microsoft.com Development /solutions /smart-partner-marketing

Microsoft Learn Virtual Training Days OCP Virtual Training Series OCP Virtual Instructor Structured On-Demand Technical Partner (Baseline Events) (VTS) Lead Training (VILT) Courses Consultation

Learn Microsoft Digital training events to Interactive, time-zone-friendly Always on-demand Build job skills and Engage in 1:1 guidance to technologies online support Technical Skills for webinar series designed to curated training certifications through free and view the relevant practice through free role- increase your knowledge of collections organized by fee-based online courses at 3rd area and its technical based learning paths Business (depth) & incubation and advanced role, product, level, etc. party sites * journey Baseline (breadth) across technical scenarios.

Online all three Microsoft Clouds. https://microsoft.com https://www.microsoft.com https://aka.ms/enablevts https://aka.ms/MPN/Traini Pluralsight | MOOCs edX How to Engage at /learn /en-rs/trainingdays/ https://aka.ms/MPN/VTS/Sch ng LinkedIn Learning | MS PP | Technical Journeys page edule Azure Architecture

Microsoft Corporate Events Microsoft Corp Field events Microsoft Official Course Microsoft Local Events Partner Architect Boot Camp

nline Corporate designed and Participate in foundational Choose traditional classroom Check the news and events Participate in solution |O

Technical Technical Development executed WW events such as training that includes lecture training setting or one of the happening in your own city architecture in-person training Ignite and Build * content and hands on labs Microsoft Official Course On- or country that includes lecture content and Demand (MOC On-Demand) * hands on labs *

Person Ignite | Build | Inspire Microsoft Ignite | The Tour https://microsoft.com http://events.microsoft.com

- /learning/course-list.aspx In * Subscription or event fees might be required FY21 Partner Enablement Services – External Corp. Delivery Field Delivery

Partner Online Learning Certification Online Events Deal Support

Partner Training Center , MS Learn, 3rd party: Certifications: self-paced and Ignite Tours Technical Presales Assistance FutureProof, instructor led preparation and Deployment Services (1-1 Pluralsigth – free Azure, LinkedIn with PTCs) Unmanaged etc. Certification Partner Bootcamps Thru Distis Virtual Instructor Led Training Partners Remote Technical Webinarrs (VILT) Virtual Training Days Microsoft FastTrack (VILT), DevChat https://events.microsoft.com/ (Baseline Events)

Partner Practice Playbooks Virtual Training Series (VTS)

Train the Trainer Resources Exam. Preparation W/S (within Airlift Open Hacks Managed Hybrid Learning f/w) Partners Redmond / Regional Airlifts Cert Vouchers Bootcamps

L300 Readiness, Aligned to Prio Train the Trainer Resources Scenarios

Enterprise Skilling Initiative (ESI) Sales Readiness for MPs and Disti BDMs

GSI & Strategic In-Campus Bootcamps Cert Vouchers Advanced Deal Lead Partners Workshops In-Campus Hackathon Events Train the Trainer Resources (CSA led) FY21 Partner Skilling Resources per 3 clouds: Microsoft Modern Work & Security Enablement Offerings A Guide through OCP Virtual Training Series journey, provides updates on upcoming corp & field events, shows the list of and resources for our role based M365 exams & certifications, and has learning journeys for key sales plays.

Business Applications Azure Enablement Offerings Enablement (to be updated) Offerings (to be updated) Azure Applications, Infrastructure, Data, Artificial Intelligence

Owner: Tomas Pavlu Azure IN-A-DAY Motion

WHAT IS IT? • A cross segment, pre-sales motion that includes a set of one-day, partner- delivered customer workshops on specific Azure priority scenarios, designed to accelerate the sales process by pulling in partner on earlier stages of the sales cycle and scaling out capabilities of our field.

IN-A-DAY • 7 types of In a Day workshops with pre-built presales and lab content for partners OVERVIEW to leverage to conduct consistent workshop execution across Azure solution priorities

• Pre-packed content for partners to deliver workshops (1:few, 1:many)

• Each workshop includes topical scenario-based content, followed by a whiteboard design session, and concluding with hands-on lab(s). Workshops are designed to be delivered digital/in-person.

VM security, Business insights, time Standard Microservices, Sustain vs new, Security, compliance, Remote work, VDI, Pain points compliance, cost. incl to market, digital tools/frameworks, time Kubernetes, DevOps adopting, integrating scale, cost security, Citrix/VMW Linux transformation to build models w/GitHub new tech “In a Day” motion Infrastructure Data Modernization in .NET APP Mod in a WVD in a Day Analytics in a Day AI in a Day Cloud Native in a Day Migration in a Day a Day Day

Persona IT Pro /TDM DBA/ TDM BDM/ CXO BDM/ CXO Data Scientist Dev/TDM Dev/TDM

Current status FY21 Q1 CEE Landed FY21 Q1 CEE Landed CEE Landed CEE Landed CEE Landed

Products/ Services Analytics, Synapse, AI, APS, AKS, OSS DB, AI, WS, Linux, SQL SQL DB, SQL IaaS WVD Azure AI APS, AKS, SQL DB, AI PBI DevOps, Cosmos DB

Partner TTT Links Coming soon – local PMA-P is https://aka.ms/InaDaywo https://aka.ms/InaDayworkshops WVD content ready to share content rkshops directly

Priority MIGRATE MIGRATE MIGRATE INNOVATE INNOVATE INNOVATE INNOVATE Program selection for Azure (Applications, Infrastructure, Data, AI) – supporting customer sales cycle À la carte

Program name Sales stage Short description Program details (Link to detailed guide)

Corp funded

IADs wkps/C3 0-20% 1:few, 1:many pre-sales motion that includes a set of one-day, partner-delivered customer workshops on https://aka.ms/InaDayworkshops specific Azure priority scenarios

Assessment Roundtables/Cloud 40% Migration Assessments that delivers a migration roadmap across Apps & Data & Infra, a Business Case with Check out sustainability calculator; Economic TCO and ROI, business value (incl agility, security, performance, compliance) plus insight on sustainability benefits. Those are 1:1s.; Should be part of flp on IADs, SAT coordinated

Azure Migration Program 60-80% Corp driven ECIF programs to drive Azure migration through step by step process supported by Microsoft Link – AMP, Link – Adv. Spec. experts and specialized migration partners. CEP Funded

IADs wksps 0-20% 1:few, 1:many pre-sales motion that includes a set of one-day, partner-delivered customer workshops on https://aka.ms/InaDayworkshops specific Azure priority scenarios

ISV GTM Program -Aspirin - Partner led: digital campaign, webinars, social campaigns ABM for leads generation to drive highest Azure impact

CAF/Well Architected wksps 0-20% 1:Few CAF overview in a 1-day workshop/1:Many WA workshop to provide customers a confident level of CAF overview knowledge about managing and architecting cloud environment from Governance, Security, Cost Optimization, Reliability and Performance perspective. Follow up with 1:1 engagements, via partners or MCS.

StartUps Centralized motion leveraging Microsoft for Startups locally driven by Startup Coordinators

Skilling - Digital Hybrid Learning Workshops through Learning Partners (to address MCP gap); CSP Partner Ecosystem (to Partner.Microsoft.com. (Link) address advanced scenario); Cloud Adoption Framework – (re) TTT; AI Partner Readiness; IADs – Sales & “Technical Presales and Deployment services” (Link) Marketing TTT

SureStep - Azure Funded heads sitting at local distributors to boost Azure Sales /funded heads sitting at local distributors that complement the heads paid by corp at globals) Data Modernization In A Day

Target audience

Learn in 1 day how to run your databases and apps at lowest TCO and add business value, by migrating to the ▪ Data and AI, Migrate priority cloud Target Audience Roles: ▪ Target Audience Roles: Database Administrator, Database Architect, Data Lead, (data oriented DevOps engineer) Commercial priorities

• Inspire customers on database migration opportunities, develop their knowledge Targeted customers list ▪ Azure Data Services (ADS) and readiness, and understand the landscape of deployment options and tooling • Corp will provide the targeted customer list ▪ Azure Consumed Revenue (ACR) available, and inspire with new capabilities to innovate and drive customer value for SMC-C and Top SMB early July. CEE ▪ Prevent competition (AWS, Google) for • Resulting in increased Azure consumption, as art of an integrated programmatic CMO& BG will provide the targeted list of EC attacking our huge SQL Server installed base migration approach mapped onto customer journey that addresses technical customers influencers and top decision makers. Format • 1:few – 3-5 customers per event • 1:Many – 15-20 customers per event

One-day agenda overview Partner Guidance: 1. Why customers migrate to the cloud (customer cases and background) • All approved partners are being re-trained in 2. Migration options and guidance what to use when (theory and practical examples) June/July 2020 with updated content 3. Whiteboarding session: define cloud-based database architecture based on realistic customer scenario • Specific criteria apply for partners to get C3 4. Hands-on lab: Provisioning a cloud database funding for SMC-C and Top SMB customers 5. Migration tools: which migration tools are available, from Microsoft and 3rd party engagements (part of C3 workshops). Local GEP 6. Hands-on labs: use of database migration tool in practice OCP to prioritize & confirm which partners are 7. Innovation/new capabilities to consider that add business value confirmed. • Database Modernization Azure • If partner is approved for C3 under specific criteria, the partner will receive funding. For more details, please connect to your local PMA-P ▪ Engage with Partner/Specialist to 1) identify migratable estate (Assessment), 2) Develop migration plan ▪ Invite colleagues and suppliers that might benefit from this workshop (and other Discover workshops) https://aka.ms/InaDayworkshops ▪ Explore MS Learn, Azure website for deep-dive knowledge development ▪ CEP CEP plan

Contact ▪ Partners delivering this workshop should plan for 1:1 conversations with each participant to identify what • Tomas Pavlu (CEE Azure PMA) opportunity exists at participant’s organization, identify next step(s), and share with their sales and Microsoft. SAT solution assesment Example/Landing Data Modernization sales play Example project for through partner activities execution

Select Lead Qualify Lead Develop Strategy Present Value Prove Value Negotiate Terms Drive Consumption 0% 10% 20% 40% 60% 80%

Qualification Solution Motion Lead identification Demand generation PoC / Pilot Deal closing Deployment workshop assessment

Supporting • Identify accounts in their customer base • Reach out via e-mail or LinkedIn • Execute 1-few/many opportunity generation • Deliver POC, or further • Partner to leverage • Partner to leverage who maintain service operations. campaign to target customers and workshops (IADs), identify potential POC. workshops to unblock sales available incentives and deployment ECIF offers activity deliver messaging with CTA to apply process at later stages. make sure the deal is provided by MS Corp delivered by for 1-few (in EPG) or 1-Many beneficial both to them partners workshops (SMC, Top SMB) and customers.

Execution • Microsoft internally can support with • Select channel of engagement • Work with partner to identify potential co- • Leverage corp - • Partner to reach out to MS account planning and selection of targets (LinkedIn, AdWords etc), in funded activities ECIF/deployment/POC offers representatives to guidance matched to partners. managed segments contact directly • Share with partner the available in a day and (details in program summary) understand available • Proactive co-sell to be executed with the customers via AEs other workshop concepts • Position available options to programs (AMP) Cosell partners only • Set up CTA (register/reach out for • Instruct partner to update partner deal in PC partners to apply for funding. workshop) once workshop is complete • Upload results to PSC Resources • Area Territory planning (internal) • Email template and marketing • ECIF funds • Incentive programs • Usage programs like • C3/Corp will provide the targeted materials: Data Modernization in a Fasttrack ready or Online customer list for SMC-C and Top SMB Day services usage incentive. early July. CEE CMO& BG will provide the targeted list of EC customers Total cost • - • Use MS Baseline events & seller • Funded from ECIF as per • - • ECIF programs (MS potential connections eligibility contribution)

Expected • Accounts selected per partner to target • Organized 1:1 assessments or leads for any further engagements generated from demand gen outcome programs. Execution • Partner and Segment team • PMA-P • PMA P • Partner - PDM • Partner • Partner owner Analytics In A Day

Event description Target audience Solution area(s) alignment

▪ Data and AI • A one-day, hands-on workshop covering everything from data ingestion to business intelligence. Target Audience Roles: ▪ Modern Workplace (Power BI) • In our workshop, data professionals will better understand how to: ▪ All Data Professionals ▪ Business Apps (Customer Insights) • Streamline cloud analytics pipelines • Build a scalable modern data warehouse Format • Ensure flexibility with business needs • 1:few – 3-5 customers per event Subsidiary alignment • The last few hours of the workshop will be dedicated to hands-on training to help get you started on your cloud • 1:Many – 15-20 customers per event analytics journey. Labs will focus on building a modern data warehouse with Azure Synapse Analytics, Azure ▪ Driving more ADS consumption Databricks, and Power BI. Partner Guidance: ▪ Power BI, SQL Server and Azure usage and adoption • All approved partners are being re-trained • Analytics in a day is designed to simplify and accelerate your journey towards using a modern data warehouse in June/July 2020 with updated content to power your business. • Specific criteria apply for partners to get • In our workshop, you will better understand how to: C3 funding for SMC-C and Top SMB • Create an analytics pipeline that goes from data ingestion to insights using Power BI customers engagements (part of C3 • https://aka.ms/InaDayworkshops • Empower self-service analytics workshops). Local OCP to prioritize & • Enable a truly data-driven culture in your business confirm which partners are confirmed. • The last few hours of the workshop will be dedicated to hands-on training to help get you started on your cloud • If partner is approved for C3 under specific analytics journey. criteria, the partner will receive funding. For more details, please connect to your KPIs • For virtual sessions, suggestion is to do up to 4h virtual delivery depending on if the partner is demoing the lab local PMA-P or providing access to the participants to test the labs during the call (shorter version) • # of attendees • CSAT per event • # of opportunities • #leads generated Contact • This is a partner driven workshop intended to provide customers with an end-to-end view of the Azure Analytics Platform. The main goal is to deliver the workshop to customers in Major and Corporate segments to accelerate • Tomas Pavlu (CEE Azure PMA) existing Modern Datawarehouse Engagements. As a secondary goal it can be used to develop new pipe.

• Partner identifying progress in existing engagements and/or generating new engagements with customers, and uploading them as qualified leads in Partner Center/Partner Sales Connect AI In A Day

Event description Target customer audience Microsoft Business Objectives

▪ Drive and accelerate AI pipeline opportunities. Azure AI in a Day is a partner delivered virtual or in-person event for business and technical roles from all Target Audience Customers Roles: ▪ Provide Microsoft sellers with an opportunity to organizations. During the delivery, organization get an understanding of the value AI could add to their business, ▪ Data Scientists/AI Engineers/Developers introduce partners to customers. example best practices and scenarios, see latest AI solution demonstrations, and get hands-on with Azure AI ▪ Cater to customer demand for AI scenarios through solutions.​ Targeted customers (criteria) trusted partner ecosystem • Analytics Customers • BG initial selection, then STU/ATU/CSU.

Format FY21 M&O theme alignment • 1:few – 3-5 customers per event • 1:Many – 15-20 customers per event ▪ Theme 1 (Reinvent Businesses with Data) - Analytics & Virtual Approach In-person approach AI sales play. 3 hrs 30 min, with (demos, labs) Full Day (6 hrs), with (demos, technical overview, labs) Agenda high-level view Agenda high-level view – Subsidiary scorecard alignment o Azure AI Introduction (20 min) o Azure AI Introduction (40 min) o Demos/ Business Overview (30 min) o Demos/ Business Overview (50 min) Partners engagements ▪ Driving more ADS consumption for ML. o Break (10 min) o Break (45 min) ▪ Adoption of MLOps o Lab – ML (60 min) o Technical Overview (60 min) o Break (10 min) o Lab – ML (120+ min) Opportunity & value prop for partners o Lab – ML (90 min) ▪ Meet with customers & create opportunities. KPIs ▪ Drive AI-ML engagements with customers. ▪ # of attendees Value to customers attending (why attend?) Expected follow-up • Identify progress in existing projects. ▪ CSAT per event • Generate new customer engagements. ▪ # of opportunities Customers attending will have a better understanding of Azure Machine Learning with – ▪ ML Pipeline generated • Data preparation, model building, model training, model management and deployment on ML Platform. • Learn to create better models with automated machine learning. • Create repeatable processes with Azure Machine Learning pipelines. Contact Supporting GEP/Marketing play • MLOps with Azure Machine Learning and Azure DevOps. • Tomas Pavlu (CEE Azure PMA) ▪ Azure AI

• Attend the workshop and learn about the latest in Microsoft AI (Machine Learning). • Get trained for ML & MLOps. • https://aka.ms/InaDayworkshops • Initiate an ML project. Overview content, technical content, training content, marketing & logistic assets and partner readme content. Business Applications

Owner: Peter Kuna Program selection for Business Applications – supporting customer sales cycle À la carte

Program name Sales stage Short description Program details (Link to detailed guide)

Corp funded

Presales funding programs 0-20% 1-1 corp funded opportunity generation workshops through nominating https://partner.microsoft.com/en-US/solutions/business- customers, available for all sales plays applications

Dynamics Migration Program 0-20% Targeted assessments for AX customers to move them to cloud https://dynamics.microsoft.com/en-us/migration-program/

Catalyst 0-20% Sales training approach for FY21 –please keep in touch with your local https://dynamics.microsoft.com/en-us/microsoft-catalyst/ Enablement team, to be updated on next training iterations Skilling - Training programs driven by the Microsoft subsidiaries and worldwide to drive new MCP exams. Keep in touch with your local enablement lead to understand the opportunities. Through Partner Marketing 0-20% 1-1/1-few CEE funded opportunity generating workshops – please keep in touch with your local PMA to understand co-funding opportunities.

ISV Connect - Program enrolling ALL BA IP products Link Landing Enable Always On Service sales play Sales Play description Landing Enable Always on Service sales play Example project for through partner activities execution

Select Lead Qualify Lead Develop Strategy Present Value Prove Value Negotiate Terms Drive Consumption 0% 10% 20% 40% 60% 80%

Motion Lead identification Demand generation Qualification workshop Solution assessment PoC / Pilot Deal closing Deployment

Activity • Identify accounts in your • Reach out via e-mail or LinkedIn • Execute 1-few opportunity generation workshops, identify • Deliver POC, or further • Leverage available • Leverage deployment ECIF customer base who campaign to target customers potential POC opportunities. workshops to unblock sales incentives and make sure offers provided by MS delivered by maintain service and deliver messaging with CTA process at later stages. the deal is beneficial both Corp partners operations. to apply for 1-few or 1-1 to them and customers. workshops.

Execution • Microsoft internally can • Select channel of engagement • Use partner.Microsoft.com to get the latest assets for sales and in • Leverage corp - Partner to reach out to MS support with account (Facebook, LinkedIn, AdWords a day workshops. ECIF/deployment/POC offers representatives to understand guidance planning and selection etc) • Understand available presales funding offerings (see slide with (details in program summary) available programs of targets matched to • Set up CTA (register/reach out links to programs) • Position available options to partners. for workshop) • Upload partner deals in Partner Center once workshop is partners to apply for funding. • Customize template/ad to share complete on the social platform • Upload results to PSC Resources • Email template and marketing • Workshop content pack “Event in a box” and “in a day” events Business Apps pre-sales offers Incentive summaries available materials Link from partner.Microsoft.com on Partner Center • Catalyst methodology • Your own content for sales and oppty discovery

Expected 25 Accounts selected per 15 positive reactions to email 10 touchpoints (1-few or 1-1) - 1:few [4 participants] – 10 1:1 workshops = 5 events 3 closed deals Usage above 80% of partner to target for any invites – open for workshops customers touched in total activated seats outcome further engagements For digital: 2000 impressions 400 reach 20 Conversion Landing Build a Resilient Supply Chain sales play Sales Play description Build a Resilient Supply Chain sales play Example project for through partner activities execution

Select Lead Qualify Lead Develop Strategy Present Value Prove Value Negotiate Terms Drive Consumption 0% 10% 20% 40% 60% 80%

Motion Lead identification Demand generation Qualification workshop Solution assessment PoC / Pilot Deal closing Deployment

Activity • Look at your account set • Work with DMP team to • Facilitate workshop and aim to • Find the right fit for the • Deliver the first POC to cloud • Leverage available • Leverage deployment ECIF and identify lapsed/end of schedule Assessment find next steps in migration customer and preset value of transition either through Dual incentives and make sure offers provided by MS delivered by support customers. workshop and coordinate journey. the cloud solutions tailored Use rights licenses or the first the deal is beneficial both Corp partners • Reach out to customers to participation of the • Position cloud values and extend to them. Identify points that batch of customer’s transitioned to them and customers. discuss value of cloud customer with the scope of migration discussion to can be valid for a POC. D365 licenses assessment partner driving more business impact

Execution An internal program team reaches out to all end of support AX Understand funding programs, - Reach out to MS customers in the “Dynamics Migration Program” You can engage execute PoC deliver POE in desired representatives to understand guidance with your customer and nominate them proactively, being format if using MS investment for available programs engaged during the full process of assessments, and own a the project. migration project afterwards

Resources • Dynamics Migration Program Commerce in a Day (TBD) Catalyst FY21 presales funding Incentive summaries available Catalyst In a day offers, and presales on Partner Center funding

Expected 20 potential customers 10 customer assessments 8 assessments hosted 5 POC or solution assessment to be completed, paving the cloud path 3 closed deals Usage above 80% of identified, and starting DMP scheduled activated seats outcome engagement Landing Generate Value with Proactive Insights sales play Sales Play description Generate Value with Proactive Insights play Example project for through partner activities execution

Select Lead Qualify Lead Develop Strategy Present Value Prove Value Negotiate Terms Drive Consumption 0% 10% 20% 40% 60% 80%

Qualification Motion Lead identification Demand generation Solution assessment PoC / Pilot Deal closing Deployment workshop

Supporting • Identify accounts in your • Create listing on AppSource! • Execute 1-few or 1-1 CIAD workshops to identify the opportunity - potentially supported through • Leverage available incentives • Leverage deployment customer base who have a • Go Directly with MS Sellers in Microsoft co-funded offers and make sure the deal is ECIF offers provided by activity diverse database structure offering CIAD workshops to beneficial both to them and MS Corp delivered by and multiple systems not potential customers customers. partners interconnected

Execution • Microsoft internally can • Create invitation template for • Use CIAD in a box materials and finetune the content/sample data for the attending customer. - Reach out to MS support with account CIAD workshops. Preferred to • Leverage Catalyst sales methodology to drive customer step by step through the sales cycle representatives to guidance planning and selection of have listing on AppSource to • Make sure to find a project scope not too broad for the POC, and the first project, if you need understand available targets matched to verify capability. support reach out to Microsoft and request involvement in the CI partner program programs partners. • Set up CTA (register/reach out for workshop) • Upload results to Partner Center Resources • Email template Marketing • CIAD training content pack Link Incentive summaries available materials Link • Catalyst methodology on Partner Center • CI partner program (reach out to your MS representative)

Expected 30 Accounts selected by MS • 500 impressions through 15 events - 15 customers touched in total 5 POC 3 closed deals Usage above 80% of per partner to target for any AppSource activated seats outcome further engagements, plus • 10 clicks (Leads) partner’s list. • Total 30 customers reached out to. Modern Work

Owner: Szabolcs Lippe Modern Work | FY21 Partner Summary

1 PARTNER

Partner Capacity & Recruit Summary: Partner Readiness & Enablement

Programs, Sales Execution owner Additional Criteria (ECIF, Program details Program name Short description Targeted Customer Segment Partner Type investments stage (from MS) etc..) (Link to detailed guide) Corp funded

Cloud Accelerator 1-1 corp funded opportunity 0%->40% CORP SMB, SMC, Ent All Co-sell ready/Fasttrack link (1000+ seats, 1:1 ws) generation WS

C3 Corp program (300+ 1-1 corp funded opportunity SMB, SMC, Ent All seats, $2k to $3.5K, 1:1 0%->40% CORP Co-sell ready/Fasttrack link generation WS ws)

CEP Funded

Local C4 CA (300+ seats, 1-1 funded opportunity 0%->20% SMC lead CA All Co-sell ready Link $1.5K, 1:1 ws) generation WS

Local C4 SMB (100+ 1-1 funded opportunity Co-sell ready/Gold 0%->20% CPM SMB All Link seats, $750, 1:1 ws) generation WS competency

Local SMB midmarket 1-many demand generation CSP direct or indirect 0%->20% CPM SMB All Link (20+ seats 1:many) campaign provider

MCP Hybrid learning training Skilling - PCMM-E - All Managed approach

Modern Work focused funded SureStep - TCM PDM SMB Distributor - heads at distributors FY21 Modern Work and Security: Execution Priorities

Customer Segment Business Alignment Modern Work and Security Priorities Alignment Partner Targeting Business Sales Play Alignment Partner Execution Required Scorecard Alignment ENT SMC SMB Priority

Teams Meetings & Teams MAU GSI Calling Enable customer secured remote work environments with Secure Remote MS Teams, AADP, WVD and new devices and convert E1 Teams Meeting MAU x x x Teams & Identity co-sell Work Security trials to paid subscriptions Surface Comm Billed Rev partners Surface & Partner Devices New Pro Activations Surface and Partner Devices

E5 Billed Revenue Reduce Cost Security Protect customers with intelligent security solution and reduce Azure Security ACR GSI and Manage Teams Meetings & Calling risk and manage compliance solution through point services x x x Surface Comm Billed Rev SCI co-sell partners Risk Compliance solution consolidations New Pro Activations

GSI Transform Teams Platform Build Teams Platform and Power Platform solutions to P200 Organizational Firstline Workers Team Platform enable customers to digitize their business process and x x Targeted ISV/SI Productivity Knowledge and Insight* Firstline NPSA empower firstline workers Surface and Partner (New!) Surface & Partner Devices Device

SMB NPSA Teams Meetings & Calling Retain installed base to grow billed revenue while capture Top Direct and Indirect CSP Drive SMB new demand to grow market share. Convert E1 and Business Surface Comm Billed Rev x Security Basic trials to paid subscriptions Surface and Partner Devices New Pro Activations Landing Security/Teamwork sales play Example project for through partner activities execution

Select Lead Qualify Lead Develop Strategy Present Value Prove Value Negotiate Terms Drive Consumption 0% 10% 20% 40% 60% 80%

Motion Lead identification Demand generation Qualification workshop Solution assessment PoC / Pilot Deal closing Deployment

Supporting • Identify accounts in their • Reach out via e-mail or LinkedIn • Execute 1-few opportunity generation workshops (C3,C4 cloud • Deliver POC, or further • Partner to leverage • Partner to leverage customer base who campaign to target customers accelerator), identify potential POC. workshops to unblock sales available incentives and deployment ECIF offers activity maintain service and deliver messaging with CTA process at later stages. make sure the deal is provided by MS Corp delivered by operations. to apply for 1-few (in SMB mid) beneficial both to them partners or 1-1 workshops. and customers.

Execution • Microsoft internally can • Select channel of engagement • identify potential co-funded activities • Leverage corp - Partner to reach out to MS support with account (LinkedIn, AdWords etc), in • Share with partner the available in a day and other workshop ECIF/deployment/POC offers representatives to understand guidance planning and selection managed segments contact concepts (details in program summary) available programs of targets matched to directly the customers via AEs • update partner deal in PC once workshop is complete • Position available options to partners. • Set up CTA (register/reach out partners to apply for funding. • Proactive co-sell to be for workshop) executed with Cosell • Upload results to PSC partners only Resources • Territory planning • Email template and marketing • http://aka.ms/m365accelerator ECIF funds Incentive progrsms Usage programs like Fasttrack (internal) materials Link • Partner’s own content for sales and oppty discovery ready or Online services usage incentive.

Total cost - Use MS Baseline events & seller $750-$5K/ customer or Demand gen program lead by CMO or by Funded from ECIF as per eligibility - ECIF programs (MS potential connections Distributors contribution)

Expected Accounts selected per Organized 1:1 assessments or leads 7-15 Workshops per participating partners partner to target for any generated from demand gen outcome further engagements programs. Execution Partner and Segment team PMA-P PMA P Partner - PDM Partner Partner owner C4 - Consistent Conversion of Customers to Cloud CEE Local program targeting CA customers Program desc: Partner driven 1:1 workshops focusing on 300 seats+ CA customers to generate 20% BANT qualified opportunities with Secure Remote work/Teamwork/Security assessments. Material and POE. Partner req: Cosell Ready MW or Fasttrack MW partners approved by CPM/TCM/PMAs Customer req: 300+ seats existing or new cloud customers willing to learn about M365 Process and R&R: 1. Area team provides list of recommended customers and partners to work with 2. Local team (PMAp, TCM, CPM) nominates partners and customers from the lists 3. Area approves the nominations and execution starts 4. Marketing execution: PMAp, Program accountable: CPM, Partner support, lead follow up: Sales Financial: $1500 per delivered workshop, min 7 max 15 workshops per partner. (no PO bellow $5K), excepted ROI 1:10 TTM C4 - Consistent Conversion of Customers to Cloud CEE Local program targeting SMB Top customers Program desc: Partner driven 1:1 workshops focusing on 100 seats+ SMB customers to generate 20% BANT qualified opportunities with Secure Remote work/Teamwork/Security assessments. Material and POE. Partner req: Cosell Ready MW or Fasttrack or Gold competency MW partners with SMB focus approved by CPM/TCM/PMAs Customer req: 100+ seats existing or new cloud customers Process and R&R: 1. Area team provides list of recommended customers and partners to work with 2. Local team (PMAp, TCM, CPM) nominates partners and customers from the lists 3. Area approves the nominations and execution starts 4. Marketing execution: PMAp, Program accountable: CPM, Partner support, lead follow up: TCM/Sales Financial: $750 per delivered workshop, min 7 max 15 workshops per partner. (no PO bellow $5K), excepted ROI 1:10 TTM C4 - Consistent Conversion of Customers to Cloud CEE Local program targeting Midmarket customers Program desc: Through partner demand generation activities based on the „GTM Framework for SMB” to drive new customer adds, and upsell existing customer base with targeted campaigns. Goal is to generate 0-20% leads and BANT opportunities. Content and lead tracking info. Partner req: CSP direct or Indirect providers with strong MW focus Customer req: 20+ seats SMB customers Process and R&R: 1. Area team provides list of recommended partners to work with 2. Local team (PMAp, TCM, CPM) nominates partners from the list, creates marketing plans based on SMB GTM framework. 3. Area approves the nominations and plans and execution starts 4. Marketing execution: PMAp, Program accountable: CPM, Partner support, lead follow up: TCM/Sales Financial: $10K-20K per partner, excepted ROI 1:10 TTM ISV Framework

Owner: Dariusz Zalewski Program Investments AGI N/A Global program GISV CEE market development Part of ISV GTM Program (below) Incentive campaign Budget Included in below „Incentive Campaign” GISV Industry Partner Co-Fund GTM Budget included in below „Industry Co-Fund” GTM for ALL MPN CEE Partners Leads Exchange Part of below „CEE Partners Exchange” partners: ECIF Through P2P Partner Attach motion* Details on next slides CEE P2P Part of CEE P2P budget below 1. Digital Managed marketing Marketplace Boost Part of CEE Marketplace Boost budget below resources GISV in - CEE Custom Deals Incentive campaign CEE Customer Add incentive FY21 - CEE Incentive on Customer Adds 2. GTM Desk $YYYk – CEE Incentive Campaign (Q2 Q4) - CEE ISV ACeeR Boost Incentive services according $XXXk – Corp Incentive planned - CEE Incentive for Marketplace publishing to competencies $ZZZ k(FY21) Managed local Industry Co-Fund GTM (DT budget) (Silver Gold) $ TTTk (Q1) CEE ISV CEE ACR Acceleration ISV GTM Program (next slide) Partners Leads Exchange – CEE On Offense program CEE P2P and CEE Leads Exchange 3. Corp ECIF NTA Marketplace Partner Attach motion* Details on next slides Rewards SMB ACR Acceleration Part of Partners Leads Exchange ISV PDM-R Marketplace Boost campaign (M&O) $XXXk (CMO budget and managed -tbc) CEE Geo-Expansion 4. Global Strategic N/A Solution Area specific programs (Corp/CEP) Incentives PMA-S/BG investment planning Program CEE Incentive for Marketplace publishing Budget Included in above „Incentive Campaign” Partner Attach motion Details on next slides 5. EPC Event ECIF N/A Planning Center Unmanaged/breadth Marketplace Boost campaign (M&O) Part of CEE P2P budget above CEE Geo-Expansion Part of CEE P2P budget above CEE P2P and Corporate Accelerate (Dublin meetup) Part of CEE P2P budget above 6 Voice of the Customer Cloud Enablement Desk Corp Startups GTM program acceleration To be discussed with Startup CEE Mngr Startups 7.Partners Cloud Enablement Desk Corp Evidence Portal ECIF CEE CEP| FY21 – ISV GTM Program

HIGH IMPACT ACTIONS INVESTMENTS AND Priority AUDIEN PROGRAMS SEGMENT FUNDING TYPE QTR DESCRIPTION OWNER / ROLE OUTCOMES BUDGET NEW CE

Managed Local PMA-P 760 accounts targeted Q1: ISV Acceleration Partner led: digital campaign, webinars, (30%) Marketing Q1- BD 380 new Known Leads 190K Azure Program social campaigns ABM for leads Area onwer: N SMB (Azure CEP) Q3 Dariusz Ms Q2-Q3: (former Aspirin) generaion to drive highest Azure impact 114 PGO, 34 ACR (70%) Zalewski engagements, TBD

Q1 investment will cover a maximum of 38 ISVs across all subs, min 5K investment/partner to drive “Back To Business” campaign with available menu of 3 activities: (1) Digital campaign for leads generation (2) Digital event (ex. webinar) (3) Social Selling incl Sales navigator license Q2-Q3 investment (TBD) will focus the campaign around “Revamping the Business”

Q1 Investment Q2-Q3 Funding split (Subs execution) Max # ISVs funded Fund Q1 $ Allocation Description of Activities Owner Sub Coverage Expected impact (funnelling from Leads to Deals point 1 to 4) (considering 5K/partner) Allocation 1. Area - - 1. Min targeted accounts: 20 (from activity) Digital activity (campaign, 2. CZ webinar, ABM, Social Sales 2. New Qualified Known leads (10/partner) PMA-P See table All incl ABM) –one or more 3. 3 MSX opprtunities/partner in FY21 3. GR activites can be executed 4. 1 win/partner driving ACR in FY21 4. HU 5. MC 6. PL Guidance on Sub execution: 7. RO 1. ISVs needs to be on managed lists, Co-sell ready, the ones having highest impact on ACR 8. RU 2. Can be selected from pool of: GISV managed in the sub, local managed ISV, local strategic recruit 3. Selected ISVs need to bring min. 50% of ACR in SMB – aiming for 70% - (ISV SaaS segmented 1. Partners need to land ACR in CEE subs as SMB customer or unbundled ISV addressing SMB customers) 2. Partner must commit to Partner Center opportunities sharing 4. Min. Investment level: 3k$/PO or 5k$/PO with dedicated Allocadia ID – PDM/PMA to supervise 3. Partner Co-fund Partner type Program Tactics Owner Resources CEE Incentive for ACR boost and new customers (ACA) Incentive campaign Agnes Erligmann aka.ms/partnerincentives CEE Incentive for Marketplace transactable solutions & ACA https://www.microsoft.com/en-us/industry DT Industry GTM Enterprise & SMC DT led by Partners, co-fund Dariusz Zalewski Contact your local PMA-P for further info Corporate Accelerate Dariusz Zalewski FY21 CEE Partners Leads Exchange program Managed CEE Digital Sales - Dublin partners meetup 2x/FY (Dublin meetup) Elena Istrate (link from external landing call) GISV in CEE ECIF Pipe acceleration: PoC/Pilot/demo CEE BG Leads Contact your local PDM for further info Partner Attach motion* Partner engagement to M&O driven activities M&O / PMA-P Contact your local PMA-P for further info CEE P2P Drive scale thru CEE P2P motion (Each sub, SI-ISV, Disti-ISV) Dariusz Zalewski https://aka.ms/buildpartnerships Marketplace Boost Digital marketing for Marketplace CEE publishing partners Tatyana Kononova https://aka.ms/marketplacerewards

*Partner Attach Motion: CEE and local subs: Digital campaigns, ABM, Social sales, Linked Sales Navigator, workshops, webinars, Cloud adoption, P2P, roundtables, Industry events, Industry Days (Retail, FSI, Manuf, Governmant), Installation of The Future (Store, Factory, Bank, Pharmacy, School); Innovation Days, Envision Forums, EBCs, MTC, Local subs Innovation Alleys Program Tactics Owner Resources CEE Incentive for ACR boost and new customers (ACA) Incentive campaign CEE Incentive for Marketplace transactable solutions & Agnes Erligmann aka.ms/partnerincentives Customer https://www.microsoft.com/en-us/industry Industry GTM Enterprise & SMC DT led by Partners, co-fund Dariusz Zalewski Contact your local PMA-P for further info Corporate Accelerate (Dublin Dariusz Zalewski FY21 CEE Partners Leads Exchange program CEE Digital Sales - Dublin partners meetup 3x/FY meetup) Elena Istrate (link from external landing call) Aspirin for for all ISVs and subs including Marketplace CEE GTM program (Aspirin) Dariusz Zalewski Contact your local PMA-P for further info promo ECIF Pipe acceleration: PoC/Pilot/demo CEE BG Leads Contact your local PDM for further info Partner Attach motion* Partner engagement to M&O driven activities M&O / PMA-P Contact your local PMA-P for further info Veronika Senko Daniel Queva FY21 CEE Partners Leads Exchange program SMB ACR Acceleration CTOM – ISVs meetups for ACR boost (CEE program 4 subs) Erwin Hartenberg (link from external landing call) Spiros Velonias CEE P2P Drive scale thru CEE P2P motion (Each sub, SI-ISV, Disti-ISV) Dariusz Zalewski https://aka.ms/buildpartnerships Marketplace Boost Digital marketing for Marketplace CEE publishing partners Tatyana Kononova https://aka.ms/marketplacerewards CEE Geo-Expansion Inside CEE Geo-Expansion, orchestrated by CEE ECM Dariusz Zalewski Geo Expansion Playbook Solution Area specific programs AMP, C3, M365 Accelerator, DIAD, IAD PMA-S / PMA-P Contact your local PMA-P for further info (Corp/CEP)

*Partner Attach Motion: CEE and local subs: Digital campaigns, ABM, Social sales, Linked Sales Navigator, workshops, webinars, Cloud adoption, P2P, roundtables, Industry events, Industry Days (Retail, FSI, Manuf, Governmant), Installation of The Future (Store, Factory, Bank, Pharmacy, School); Innovation Days, Envision Forums, EBCs, MTC, Local subs Innovation Alleys Partner type Program Tactics Owner Resources

Incentive for Marketplace publishing transactable Incentive campaign Agnes Erligmann aka.ms/partnerincentives solutions and new customers ISV PDM-R Partner attach motion Partner engagement to M&O driven activities M&O / PMA-P Contact your local PMA-P for further info Strategic recruit ECIF Pipe acceleration: PoC/Pilot/demo CEE BG Leads Contact your local PDM for further info

CEE P2P Drive scale thru CEE P2P motion (Disti-ISV) Dariusz Zalewski https://aka.ms/buildpartnerships

Tele recruit service for ISVs, how to start to work with ISV Recruit Karol Wituszynski https://aka.ms/CEEPartnerNomination Breadth Microsoft unmanaged Online technical support, how to create solution, how Cloud Enablement Desk TBC https://aka.ms/cednominate to publish and reach co-sell ready status

Marketing ISV Accelerate program including Startup developent fund Filip Rehorik Contact your local PMA-P for further info Marketplace promo

Online technical support, how to create solution, how Startups Cloud Enablement Desk TBC https://aka.ms/cednominate to publish and reach co-sell ready status

ECIF Pipe acceleration: PoC/Pilot/demo CEE BG Leads Contact your local PDM for further info DT / Industry

Owner: Dariusz Zalewski Objective:

Partner Attach Partner Co-fund Section Owner: Sales + OCP

Co-Sell Solution Finder

customers

Supply Chain

customer

Teams Meetings & Calling, Secure Remote Work, Security , HoloLens, Devices

Manufacturing Create more resilient Supply Chains Hybrid Cloud, Analitycs+AI,

Operate for The Future Secure Remote Work, HoloLens, IoT , HPC, Analitycs+AI

Manage the Crisis: Government Risk mngt Covid19, Communications, e-Citizen, e-voting, Teams, WVD, Enable Always On Service, Mannage Fin Risk & Reduce Fraud

Support Governments in Economic Sustainability Secure Remote Work, Identity, Compliance (Info Protection and Governance), Enable Always On Service, Government Digitize Government Operations towards Teams platform, Teams meeting and calling, WVD, Modernize .Net Apps with Apps Service, Proactive Insights Citizens and Employees Social Stability & Employment WVD, Secure Remote Work, Identity, Protection, DEvOps with GitHub CEE CEP| FY21 [Industry] – Partner Co-fund

HIGH IMPACT ACTIONS INVESTMENTS AND Priority PROGRAMS SEGMENT FUNDING TYPE QTR DESCRIPTION OWNER / ROLE AUDIENCE OUTCOMES BUDGET NEW

1. New Known Leads Partner led digital campaign and webinars ENT/PS/C Q1- CMO 2. # of MSX Industry Partner co-fund A/SMB Q3 for leads generaion for Industry Priority Local PMA-P BDMs Scenarios/Sales Plays opprtunities/ industry partner/sub

1. Partners led webinars “Back to Business” (addressing Industry Priority Scenario in one of priority industries: Retail, FSI, Manufacturing, Gov) Q1 2. Partner led digital campaigns for leads generation „Revamping the Business” at key prio Industries (Retail, FSI, Manuf, Gov) Q2-Q3

Funding split (Subs Investment allocation [k$] execution)

Description of Activities Fund 1. Sub Owner Sub Coverae Expected impact Q1 Q2 Q3 executed by Area team Allocation 2. CZ „Back to Business” : Partner led # of MSX Opportunities with Industry Priority Scenario/partner (min ALL Subs digital webinars, campaigns for IPS 3 MSX oppties till Nov 2020) 3. GR # of MSX Opportunities with Industry Priority Scenario/partner: „Revamping the business”: Partner 4. HU ALL Subs Min 3 MSX oppties expected till March for Q2 activities led digital campaigns for IPS Min 3 MSX oppties expected till May for Q3 activities 5. MC 6. PL 7. RO 8. RU

1. Key priority industries: Retail or FSI or Manufacturing or Governement (sub to choose Industry with highest Mandatory requirements for Subs: imact) 1. Partners need to be selected form Co-sell lists and address 2. Partners selected by sub need to address one of FY21 Industry Priority Scenario (IPS) Industry Priority Scenario 3. Select the most relevant and impactful partners for prioritized industry and IPS in your sub (can be GISV, GSI 2. Partner needs to commit to Partner Sales Connect/Partner , local managed ISV, local SI, co-sell partner, ISV, M365 or D365 partner) Center opportunities sharing – PDM/PMA to supervise 4. Execute with Co-Sell Industry partners; 3. Partner Co-fund, preferably 50/50 PARTNER Investments & Incentives

Owner: Agnes Erligmann There are more ways than ever for partners to create new business opportunities. Microsoft Partner investment and incentive programs are designed to reward partners when they deliver strategic solutions to drive exceptional results for customers.

Let’s build, innovate, and grow together to make more possible.

Classified as Microsoft Confidential FY21 investment and incentives opportunities

Enable new ways of working

We are prioritizing our programs to reward partners for increasing organizational productivity and transforming how teams work. • Partners are rewarded for growing usage, increasing premium mix and driving new customers and seats of Microsoft 365.

Facilitate partner growth We are adjusting our programs to help partners differentiate and enhance offerings to drive more value for customers. Greater incentive opportunities align with partners focused on: • Value-add services and solutions that grow consumption and usage of cloud services. • Growing managed services to differentiate and enhance offerings to drive more value with customers. • Further validating capabilities through advanced specializations or the Azure Expert MSP program.

Accelerate customer digital transformation

We are rewarding partners for enabling and supporting customers’ journey to the cloud. • We recognize partners for staying connected with their customers and driving exceptional customer outcomes. • Empower customers to succeed in digital transformation while driving usage, adding and retaining customers, and creating a foundation for sustainable growth.

Classified as Microsoft Confidential FY21 investments and incentives focus Across the portfolio, we are positioning the partner ecosystem for growth now and in the future by optimizing our programs to provide more flexibility and simplified earning opportunities

Cloud Solution Provider program Shifting focus amongst certain investments to remain committed to the cloud opportunity, the overall investment in these incentive programs (CSP) incentives remains stable

Shifting rewards towards advisory services and solutions that drive Enterprise program incentives consumption and usage of cloud services

Rewards for technical and solution Additional earning opportunity for partners with advanced specializations or in the Azure Expert MSP program for differentiating and enhancing their area expertise offerings

Streamlining and simplifying Azure incentives earning opportunities; Azure incentives expanding how partners are recognized for the engagement and impact they drive for customers

Classified as Microsoft Confidential Summary of FY21 incentive program updates

CSP Direct Bill Partners, CSP Indirect Providers, and Indirect Resellers: As part of our continued investment in the Cloud Solution Provider Cloud Solution Provider (CSP) (CSP) program, we are extending most CSP incentive rates as well as expanding Accelerators to reward partners for driving revenue in strategic products and select markets. As customer needs evolve, we are shifting our rewards towards advisory services and solutions that drive consumption and usage of Enterprise cloud services and adjusting Enterprise incentive rates to move away from transaction-based activities and on-premises licenses. Managed Reseller and Commercial To provide continued partner stability and flexibility, Managed Reseller and Commercial Distributor incentives will remain the same, and Distributor FY21 earnings will be paid out as rebate. On October 1, 2020, the Azure Incentive Program will merge with the Microsoft Commerce Incentive (MCI) Program, providing a Azure and Microsoft Commerce streamlined and simplified earning opportunity for partners. Partners can earn more rewards when they develop and drive value with Incentive customers via Partner Admin Link (PAL). OSU Business Applications To provide continued stability and help partners continue growing usage and consumption on Microsoft Dynamics 365 and Power BI, the program will remain stable in FY21. OSU M365 We are expanding the opportunities for recognizing and rewarding partners on the value they bring to customers. This year, OSU M365 incentives include an additional competency and access to more workloads for work on Meetings, Phone System and App development within Microsoft Teams.

Online Services Advisor (OSA) With increased focus on Dynamics 365 customer adds, partners’ earning opportunity will be higher on customer adds versus base rates.

To continue supporting our on-premises partners' transition to the cloud, we will focus our CSA incentives on Software Assurance Certified Software Advisor (CSA) Renewals. As we continue to prioritize activities that support our customers on the cloud, incentive rates are slightly reduced. The SQL accelerator SPLAR/Hosting rate remains stable. To provide stability for partners, there are minimal changes to the incentive structure including the addition of a Customer ADD Growth Surface Accelerator. Mixed Reality To provide stability and continued growth in driving sales to end customers, incentive rates remain stable in FY21.

Classified as Microsoft Confidential Resources

Microsoft partner website: https://partner.microsoft.com Incentives page on the partner website: aka.ms/partnerincentives Partner Center: https://partner.microsoft.com/dashboard

Classified as Microsoft Confidential Support

Questions? • For support, there are Incentives FAQs and links to relevant self-help articles available within the Partner Center support experience. If additional assistance is needed, you can create a support ticket within the Incentives Online Support Experience on Partner Center. • For programs not on Partner Center, please visit the Microsoft partner website. • If you are experiencing difficulties signing into your Partner Center Account, additional assistance can be found here. • Step by step guidelines to access Incentives support are available here.

Classified as Microsoft Confidential GTM partner services Go-To-Market with Microsoft Marketing Resources

Title Description Asset Type • Go-To-Market with Microsoft website Stay tuned for website revamp and update coming soon. Webpage

• Go-To-Market with Microsoft video Learn about marketing resources, offers, and programs available to all members of the Video (short) Microsoft Partner Network to help you increase visibility with and connection to customers. • Program Overview for Partners (long)

• Go-To-Market with Microsoft Partner Learn about marketing resources, offers, and programs available to all members of the PPT Microsoft Partner Network to help you increase visibility with and connection to customers. Overview

• Go-To-Marketing with Microsoft Digital Marketing Content OnDemand, Sales Enablement Content Hub, Smart Partner Video Program Education videos Marketing, Geo Expansion Program, Resources and Offers Deep Dive, Partner Demand Generation

• Go-To-Market with Microsoft Success Go-To-Market with Microsoft Success Story questions for partners. Forms Story Questionnaire FY21 GTM resources and offers Here’s a look at the resources and offers available to partners in FY21—at no cost.

Silver competency/ Gold competency/ Go-To-Market Resources and Offers All partners ISV co-sell ready ISV IP co-sell ready

Digital Marketing Content OnDemand: Make connections that move you forward. Connect with customers online and generate demand with always-on digital marketing content delivered to you in weekly campaigns for use throughout your social media, company blogs, email, and more. ⚫ ⚫ ⚫

Smart Partner Marketing: Develop your marketing skills with the latest industry research, market trends, partner best practices, and more. Regardless of skill level, we have marketing professional development training to help get you market-ready. ⚫ ⚫ ⚫

Sales Enablement Platform: Amplify your marketing presence to prospective clients, track customer engagement with documents, and gain insight into how customers interact with your marketing content and sales proposals with Qorus Content Hub. You can customize Azure, Dynamics 365, and Microsoft 365 content ⚫ ⚫ ⚫ from within your Office applications.

Partner Marketing Center: Find powerful solutions for a successful Go-To-Market plan when you explore our collection of customizable digital content and resources, including a comprehensive content library with sales presentations, infographics, web images, and more. ⚫ ⚫ ⚫

Geo Expansion Webinar Series: Gain insight and best practices for growing your business and expanding into new markets when you sign up for this series of webinars. Guest presenters will include market expansion field experts, Microsoft leadership, and successful program partners. ⚫ ⚫ ⚫

Geo Expansion Readiness Assessment: Initiate growth into new markets and drive scale of strategic solutions when you use this assessment as the starting point for your international expansion strategy. ⚫ ⚫ ⚫

Profile Optimization and Referral Management: Increase your visibility with customers and capture their attention when your profile listing is optimized. You’ll get customized feedback and recommendations to ensure your profile listing showcases your solution’s features and benefits. Also included are guidance and best ⚫ ⚫ practices for managing referrals.

How to Market with Microsoft: Accelerate your marketing efforts, get to market faster, and learn how to co-market with Microsoft through easy-to-follow recommendations. Partners with a Gold competency and/or IP co-sell ready solution receive support from a marketing specialist. ⚫ ⚫

Partner-to-Partner GTM Assets: Create a joint bill of materials with another partner using our marketing asset template library to help accelerate customer conversations, generate demand for your solution, and drive sales. ⚫ ⚫

Co-Branded Marketing Assets: Get professionally designed, co-branded marketing assets to introduce your solution to new customers. You provide content for a solution one-pager, customer presentation, and customer success story, and a marketing specialist will polish them with a professional review. ⚫

Co-Branded Social Marketing Assets: Get professionally designed social media content and images for publishing to your owned digital marketing channels. ⚫

Partner Success Story: Share the success of your Microsoft-enabled solution. You provide the details, and we’ll provide an editorial review and publish your success story to the internal Partner Evidence portal. Select stories are featured on our Partner Success Stories site. ⚫

Press Release with Microsoft Executive Quote: Publicize your Microsoft-enabled solution with a press release or blog post published on partner-owned channels. You provide the content in our template and we’ll provide an editorial review. Includes an option for a Microsoft executive quote upon approval. ⚫ Signature offers for purchase descriptions

Expand your marketing reach and amplify your brand! When you invest in our Signature Offers for Purchase, you receive customized demand generation programs to grow your online presence, reach and engage decision makers in your target accounts, and drive demand and leads at scale. Offers are available to partners with a Gold competency and/or ISVs with an IP co-sell ready solution. All marketing services are delivered by Microsoft-approved vendors at a negotiated prices.

Drive demand and generate leads Price (USD) Agency Provider

Cloud Solution Provider (CSP) Lead Generation Campaign Starting at Knack Collective Turnkey, co-branded campaign designed to reach partner’s target accounts with account-based media, to fill the top of the funnel with lightly customized $10,000 assets. Built for the SMB partner looking to get to market quickly with streamlined processes and proven impact. Lead Prospecting Campaign $Starting at Generate mid-funnel demand with a fully managed, co-branded campaign, designed to drive more engaged leads. We’ll target your most relevant accounts Knack Collective 35,000 using sophisticated account-based media to capture decision makers and/or influencers in the buying committee that have answered qualifying questions. Lead Engagement Campaign​ Starting at Knack Collective Fill the top of your pipeline funnel with a fully managed, co-branded campaign, designed to drive awareness and lead capture. We’ll target your most relevant $45,000 accounts using sophisticated account-based media to capture decision makers and/or influencers on the buying committee. LinkedIn ABM Media Package LinkedIn Starting at Marketing Reach, engage, and develop a robust pipeline for your sales teams. LinkedIn programs include social, digital, and demand generation that can be targeted on $15,000 a one-to-many basis using available personal profile data. Solutions

Promote your events and amplify your brand with advertising services Price (USD) Agency Provider

Co-branded Customer Webinar​ Worldwide $1,800 Drive quality leads and referrals to your sales team and position your brand as an expert in your field with a fully managed and moderated live webinar Learning executed by our trusted agency team. Webinar Media Package Starting at Knack Collective Drive registration for a single webinar with Microsoft. We’ll target your most relevant accounts using sophisticated account-based media to capture $10,000 registration from decision makers and/or influencers on the buying committee. Microsoft Advertising Consultation​ and Ad Credits $Starting at Microsoft Transform your digital marketing with the Microsoft Search Network. Our powerful ad platform and intelligent audience targeting capabilities make it easy for 500 our partners to connect with new customers. Thanks to our industry-leading innovations and artificial intelligence, personalized marketing is now a reality.